5:35 pm - February 11, 2026
A new INMA report on newsroom metrics shows top publishers are prioritising quality reads and engagement over clicks.
Leading news organisations are moving away from measuring success through traffic volume and impressions, according to a new report from the International News Media Association (INMA). Instead, publishers such as The New York Times and The Wall Street Journal are placing greater emphasis on metrics that capture the quality of audience engagement – including time spent on articles, depth of reading and subscription conversion rates.
The report draws on case studies from 14 major publishers and reflects a broader industry shift towards more meaningful analytics. This move is partly in response to the limitations of traditional dashboards, which often encourage chasing viral moments or clickbait headlines at the expense of long-term audience value. By focusing on more refined performance indicators, publishers are aiming to align editorial decisions more closely with trust, habit and relevance.
AI is playing a central role in this shift. Newsrooms are integrating AI tools into their analytics to better understand reader behaviour, particularly in relation to non-text formats such as video, podcasts and interactive graphics. Rather than replacing editorial judgment, these systems are being used to surface actionable insights – for example, which stories prompt subscribers to stay longer, or which formats drive repeat visits.
The report stresses the importance of designing performance metrics around specific editorial goals. Some publishers are now developing role-based KPIs, so that journalists, audience teams and commercial staff are all working towards clearly defined, shared outcomes. This structure supports a more strategic use of data and reduces the risk of metrics becoming overwhelming or irrelevant.
Several publishers are adopting structured frameworks to ensure that data is applied effectively. One example cited in the report is the CARE model – collect, analyse, recommend, execute – which encourages cross-team collaboration and continuous improvement. At the South China Morning Post, this approach has been underpinned by the introduction of a central data platform, helping to embed experimentation into daily editorial workflows.
While many publishers are still early in this journey, the trend is clear. Metrics built around trust, habit and meaningful engagement are replacing those based purely on reach.
Source: Noah Wire Services
- https://www.mediapost.com/publications/article/405913/publishers-are-placing-more-emphasis-on-value-over.html – Please view link – unable to able to access data
- https://www.mediapost.com/publications/article/405913/publishers-are-placing-more-emphasis-on-value-over.html – An article discussing how top publications are shifting from monitoring dashboards to deeper analysis that prioritizes value over volume, based on a report by the International News Media Association (INMA). The report highlights a focus on value-based metrics, quality reads, tailored KPIs, strategic use of AI, and more open conversations about data. It emphasizes the importance of well-designed metrics in producing meaningful journalism and sustaining business. The report features case studies from various publishers, including The New York Times, The Wall Street Journal, and Hearst.
- https://www.reuters.com/technology/artificial-intelligence/global-audiences-suspicious-ai-powered-newsrooms-report-finds-2024-06-16/ – A Reuters article reporting on a study by the Reuters Institute for the Study of Journalism, which found that global audiences are increasingly suspicious of AI-generated news content. The study, based on surveys of nearly 100,000 people across 47 countries, highlights concerns about content reliability and trust, especially for sensitive topics like politics. The report also notes a steady concern about fake news and the challenges newsrooms face in engaging audiences and maintaining revenue.
- https://mediamakersmeet.com/publishers-finally-are-cracking-it-and-using-data-to-transform-their-businesses-inma-report/ – An article discussing how publishers are leveraging data to transform their businesses, based on an INMA report. The report outlines a five-step CARE approach: collecting the correct data, analyzing it, recommending action, executing and experimenting. It also details the key elements of the CARE approach, including actionable dashboards, reporting for the entire newsroom, performance prediction analytics, fitness monitoring, and data talks between stakeholders. The South China Morning Post’s data platform, Lighthouse, is highlighted as an example of this approach.
- https://www.inma.org/blogs/reader-revenue/post.cfm/news-publishers-should-rebalance-their-business-model-in-face-of-generative-ai-search – An INMA blog post discussing how news publishers should rebalance their business models in the face of generative AI search. The post highlights challenges such as information overload and the rise of AI-generated search summaries. It emphasizes the need for publishers to focus on quality journalism and consider consumer challenges when adapting their business models. The post also references a 2022 survey by Oxford’s Reuters Institute, which found that 38% of news consumers avoid the news, often or sometimes.
- https://www.inma.org/blogs/conference/post.cfm/news-publishers-leverage-paywalls-to-increase-revenue-engagement – An INMA blog post discussing how news publishers are leveraging paywalls to increase revenue and engagement. The post highlights Times Internet’s transition from a freemium to a hybrid paywall model, balancing ad revenue with subscription growth. It discusses the use of machine learning algorithms to identify high-potential users and adjust paywall prompts in real-time based on user behavior. The post also mentions the development of an in-house tech ecosystem to improve user data and operations.
- https://www.mediapost.com/publications/article/401354/ – An article reporting on The New York Times’ efforts to reshape the advertising economy by advancing its first-party data capabilities. The Times aims to move beyond traditional metrics like clicks and impressions, focusing instead on understanding its audience and campaign results based on ‘the most valuable impressions.’ The article discusses the publisher’s investment in technologies such as BrandMatch and attention metrics to complement other technologies and analyze value based on engagement.
Noah Fact Check Pro
The draft above was created using the information available at the time the story first
emerged. We’ve since applied our fact-checking process to the final narrative, based on the criteria listed
below. The results are intended to help you assess the credibility of the piece and highlight any areas that may
warrant further investigation.
Freshness check
Score:
8
Notes:
The narrative references recent reports and ongoing trends in the media industry, particularly the use of AI in journalism. However, it does not include specific dates or very recent events, which might suggest it is not entirely up-to-date.
Quotes check
Score:
0
Notes:
There are no direct quotes in the provided text.
Source reliability
Score:
9
Notes:
The narrative originates from MediaPost, which is a reputable publication within the media and marketing industry. It cites well-known organizations like INMA and the Reuters Institute, adding credibility.
Plausability check
Score:
9
Notes:
The claims about publishers shifting towards value-based metrics and integrating AI are plausible and align with current trends in journalism. However, some assertions lack concrete evidence.
Overall assessment
Verdict (FAIL, OPEN, PASS): PASS
Confidence (LOW, MEDIUM, HIGH): HIGH
Summary:
The narrative is well-supported by reputable sources and aligns with current trends in journalism, though it lacks specific recent events or dates. The absence of direct quotes and high reliability of the source contribute to its overall credibility.
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